Men are dying of cancer because they are avoiding prostate tests, mistakenly thinking it involves a finger up the bottom. To tackle this misconception, the cancer charity Prost8 and Manchester agency TBWA\MCR have devised the world’s first playable billboard to be controlled by a bottom.
‘Dodge the Finger’ brings together two of men’s favourite things – humour and retro arcade games – to deliver the important message that detecting prostate cancer is a simple blood test.
Aimed at the overs 50s, ‘Dodge the Finger’ is available to play on the big gaming screen in the main atrium at Manchester’s entertainment and leisure complex, the Printworks, on 4th March between 2pm and 8pm as fans gather to watch Manchester City versus Notts Forest.
Players are invited to control a virtual bottom by wiggling their own backsides, using Ocean Outdoor’s clever skeletal tracking technology to avoid the fingers as they move across the big screen. Charity ambassadors will be on hand to help answer any questions and open up conversations around less invasive prostate cancer treatment.
The playable billboard was the Grand Prix winner in Ocean’s annual digital creative competition which rewards great ideas. It will also be played at Westfield Stratford City in London on 14th March, the day Manchester City plays West Ham.
Lisa Nichols, executive creative director at TBWA\MCR, said: “Every year around 12,000 men die of prostate cancer. Early detection could reduce those deaths by 40%. Prost8, the charity promoting less invasive prostate cancer treatment, wants more men to know that early detection can just involve a simple blood test. And hopefully, the more men know this, the more will live. To raise awareness, we show it in a way that men will relate to, by bringing nostalgia and humour together in a game called ‘Dodge the Finger’.”
Prostate Cancer Awareness Month is today (2nd March) marked by large billboards across Europe, including Piccadilly Lights in London, which will broadcast messages in support of Prost8.
